This book is my virtual autobiography.

The locations, period and the names have been changed.

It has been more than five years since the first edition of this book was presented to my readers.

The popular reception of the book and the rapid expansion of newer concepts in pharma sales like Vivek’s Window, Digital Marketing and Digital Communication called for a new edition to help my readers become contemporary in thought and action.

This edition
1. Provides updates and clarifications in all the chapters of the original book.

2. Speaks about the new developments in the field of pharma sales and marketing.

3. Elucidates subtle issues that readers and reviewers have found perplexing, and in need of elaboration.

4. Includes new section (Part III) which tells the readers about the importance of communication. I have kept changes to the wording of the first edition to a minimum.

I am sure you will find this book to be both inspirational and instrumental in tackling new challenges in pharma sales management.

Edition II is dedicated to my Guru Late Prof. (Dr.) Tarun Gupta.

Vivek Hattangadi